Marcasur 52 English

FIRST LATIN AMERICAN INTELLECTUAL PROPERTY MAGAZINE / Nº 52 JANUARY-MARCH 2014

The Best According to Chambers Interview With Andrés Jaramillo-Mejía, Editor at Chambers Latin America

Centuries After Columbus ASIPI's XVII Sessions in Punta Cana, Dominican Republic

Largest Law Firms in Latin America The Law Firms With Most Lawyers in the Region

The INTA Speaks Spanish With Etienne Sanz de Acedo, New CEO

THIS EDITION IS SUPPORTED BY:

Editorial

staff Editor: Juan Pittaluga jpittaluga@marcasur.com

Press: Karina González kgonzalez@marcasur.com

Juan Francisco Pittaluga francisco@marcasur.com

Academic Department: Dr. Daniel Lamas dlamas@lamasgrimaldi.com.uy

Collaborators: Teresa Pereira tere@marcasur.com

Victoria Pereira victoria@pereiramarketing.com

Collaborators in this edition: Latinestadísticas, Lorena Martínez de AMPPI

Etienne Sanz de Acedo, the INTA's new CEO, is featured on the front cover of this issue. The election of its first non-American CEO conveys a new step for the INTA towards becoming a true global association. Given that Mr. Sanz de Acedo is a professional with an extensive background on IP organizations and will therefore lead a successful management, we decided it was worth dedicating a few pages to this interview.

By interviewing Andrés Jaramillo-Mejía, editor at Chambers & Partners Latin America, we have tried to shed light on how rankings and recommendations, which may –or may not– bring clients to our offices, are developed.

With over two decades of experience, Chambers & Partners has developed a strong research methodology, which makes it one of the few publishers supported by IP professionals. Who has not consulted its pages at least once?

We provide you with the 2014 event calendar, so that you can take note of the most relevant events of the year; something as simple as necessary to organize ourselves.

Latinestadisticas' presents its third edition on its research about the largest corporate law firms in Latin America, according to their number of partners and associates.

Information on the five largest corporate law firms in the region is also included in this issue.

Coverage on the ASIPI's XVII Work Sessions and Administrative Council, which took place in the Dominican Republic, is also included, in addition to –already classic– Marcasur sections, both informative and entertaining.

Finally, we have set new projects, as every year, among which there is one that concerns you directly: how do you prefer to read the magazine, on paper or online?

Even though this is not a new debate, it has recently become an issue of greater importance within our editorial department, here in Marcasur. We want you to take part, so this question is for you, our readers, to answer.

Commercial Department / Subscriptions: Mei-lin Che mche@marcasur.com

Design: LP / arte visual Photography: Mei-lin Che

Communications: Natalia Domingo ndomingo@marcasur.com

Correction: Alejandro Coto Printer: Gráfica Mosca

MARCASUR Year 18 # 52 January-March 2014 Cont. Echevarriarza 3535 A, 1604 CP 11300 Montevideo, Uruguay Tel: (598) 2628 4604 Fax: (598) 2623 2957

Until we meet again, whether on paper or not. M

info@marcasur.com

Quarterly publication edited

by Editorial MS S.R.L. >Marcasur email

Please send your email to: info@marcasur.com 3

Juan Antonio Pittaluga Editor

ISSN 1688-2121 D.L. 354.155 Comisión del Papel.

Publication protected by Decree 218/96

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Editorial

5 Market Research. Latinestadísticas presents a report on the largest Latin American Corporate Law firms 7

Have you heard?

11 Interview. Etienne Sanz de Acedo. The INTA's new CEO 17 Events. ASIPI's XVII Sessions in Punta Cana, Dominican Republic 27 Events. Cárdenas & Cárdenas' Anniversary in Bogota, Colombia 29 Events. The APAPI's International Seminar on Intellectual Property in Asuncion, Paraguay 30 Column. By Victoria Pereira, Pereira Marketing 31 Interview with Andres Jaramillo-Mejía. Editor at Chambers & Partners Latin America 35 Events. The INTA's Leadership Meeting in Miami, USA 39 Attorneys in their free time. Featuring Alberto Villegas, who enjoys paragliding and Alfredo Corral, from Ecuador, who sings.

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Interview Etienne Sanz de Acedo.

The INTA's new CEO

41 Marcasurtravelling. Buzios; the Brazilian Saint Tropez.

46 A brand's story. Jack Daniell's, whisky brand created in 1866,

by Jasper Newton Daniel.

Contents

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Events ASIPI's XVII Sessions in Punta Cana, Dominican Republic www.marcasur.com

MARKET RESEARCH // LATIN AMERICAN CORPORATE LAW FIRMS SIZE

Largest law firms

in Latin America LATINESTADISTICAS PRESENTS ITS THIRD EDITION ON THE RESEARCH REVEALING THE LARGEST CORPORATE LAW FIRMS IN LATIN AMERICA, ACCORDING TO THEIR NUMBER OF PARTNERS AND ASSOCIATES. FOLLOWING, A LIST OF 2013 LARGEST LAW FIRMS AND THE FIVE LARGEST CORPORATE LAW FIRMS IN THE REGION.

TABLE 1. LARGEST CORPORATE LAW FIRMS, ACCORDING TO TOTAL NUMBER OF PARTNERS AND ASSOCIATES, IN 2013.

Country

5

Law firm

Partners

Associates

Total

57

264

321

3

35

38

21

112

133

9

113

122

Argentina

Marval,O’Farrell & Mairal

Bolivia

Moreno Baldivieso

Chile

Carey y Cía

Colombia

Brigard & Urrutia/Brigard & Castro

Costa Rica

Facio & Cañas

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46

56

Ecuador

Pérez Bustamante & Ponce Abogados

16

51

67

ElSalvador

Romero Pineda & Asociados

9

28

37

Guatemala

Consortium Centro América Abogados

8

22

29

Honduras

Consortium Centro América Abogados

5

28

Mexico

Basham, Ringe y Correa Asociados

19

128

Nicaragua

Consortium Centro América Abogados

Panama

Morgan & Morgan

Paraguay

11

33 147

20

31

27

54

81

Vouga & Olmedo

10

30

40

Peru

Muñiz, Ramírez, Pérez-Taiman Olaya Abogados

38

179

217

PuertoRico

O’Neill & Borges

40

90

130

Dominican Rep.

Headrick Rizik Álvarez & Fernández

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32

43

Uruguay

Ferrere Abogados

12

102

114

Venezuela

Baker McKenzie

41

37

78

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The report shows which law firms had the largest number of partners and associates in Latin America during 2013.

Professionals throughout the region have provided information to collaborate with the development of such research.

Three law firms from each country were consulted on which they believed were the two largest firms in their country.

Taking these results into account, both chosen firms in each country were consulted about their total number of partners and associates.

Surveyed countries were Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica, Ecuador, El Salvador, Guatemala, Honduras, Mexico, Nicaragua, Panama, Paraguay, Peru, Puerto Rico, Dominican Republic, Uruguay and Venezuela. M

TABLE 2. THE FIVE LARGEST CORPORATE LAW FIRMS IN THE REGION DURING 2013, ACCORDING TO TOTAL NUMBER OF PARTNERS AND ASSOCIATES. Law firm

Country

Partners

Associates

Total

1. Siqueira Castro Advogados

Brazil

74

781

855

2. Tozzini Freire Advogados

Brazil

57

340

397

3. Pinheiro Neto Advogados

Brazil

71

2 58

329

4. Marval, O’Farrell & Mairal

Argentina

57

264

321

5. Demarest e Almeida

Brazil

83

197

280

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HAVE YOU HEARD? years in charge of the Peruvian patent office, Bruno Mérchor Valderrama rejoined the firm as partner.

They come& go In Venezuela, Markven law firm, expert on Intellectual Property, continues on growing and has recently incorporated lawyer Claudia G. Breda Mendoza to its staff.

In Puerto Rico, Ferraiuoli LLC has promoted experts on IP lawyers, Maristella Collazo and Víctor Rodríguez to partner and senior associate, respectively.

In Uruguay, Cikato firm has incorporated Gustavo Larrosa, widely experienced in the Intellectual Property area, to its work team.

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In Peru, Osterling Abogados, has designated Ximena Souza as partner of said firm.

In El Salvador, José Enrique Sorto Campbell and Celina Escolán Suay, two prestigious and well known lawyers in their countries, have been incorporated as partners in Lexicorp.

In Peru, Muñiz, Ramírez, Pérez Taiman & Olaya has promoted Juli Gutiérrez Zanelli and Piero Calderón Oliva, members of the IP area of the firm, to partners.

Likewise, after spending five

In Chile, Alessandri & Cia has designated lawyer Loreto Bresky as partner of the firm.

In Argentina, the Intellectual Property office, O'Conor Power, has incorporated Maria Silvina Sosa Cabrios de Ulens, lawyer specialized in patents, to its team.

In Peru, Barlaw has two new staff members: lawyers Medalith Kristel Albarracín Ercilla and Martín Marco Borgioli.

In Mexico, Basham, Ringe & Correa has named lawyers Claudio Ulloa and Jorge Vega as partners of the IP area.

New data In Mexico, De Alva & Asociados has new offices. Their new address is: Montecito 38, piso 34-10 Col. Nápoles, C.P. 038110. World Trade Center. Mexico, D.F., Mexico.

In Brazil, Guerra has a new website: www.guerraip.com. It has also changed its name from Guerra Law to Guerra IP. In Mexico, Rossi, Martínez & Vargas S.C. has changed its legal name to IBERBRAND S.C. Its address, phone number and email address are still the same. They have also changed their website to www.iberbrand.com.

In Venezuela, Moreau González & Asociados has launched its new website: www.moreaugonzalez.com.ve.

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INTERVIEW // ETIENNE SANZ DE ACEDO

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THE INTA SPEAKS SPANISH THE NEW CEO'S COMMITMENT IS MAINLY WITH HIMSELF. THIS IS PROBABLY A QUALITY THAT ADDS TO HIS MANAGEMENT CONVICTIONS AND THAT WILL HELP THE ASSOCIATION ACHIEVE ITS GOALS. MARCASUR GOT IN TOUCH WITH HIM BY PHONE, WHILE HE WAS IN THE MANHATTAN HEADQUARTERS.

His name and surname give away the fact that he is half French, half Spanish.

His mother is French and his late father was Spanish. He likes soccer and, like any other Spanish man, he supports his home town team, San Sebastian. “I'm a Real Sociedad fan”, he states.

He holds a law degree from the University of Alicante and LLM in European Community Law from the Université Libre de Bruxelles. He also took part in an Erasmus program in the University of Lyon, France. After getting his master's degree, he entered a law firm specialized in competition and industrial property issues in Barcelona. He afterwards returned to Alicante and started teaching

at the University and at the same time, he worked in the Competition, Unfair Competition and Industrial Property areas in several law firms, until 1997, when he was incorporated to the Office for Harmonization in the Internal Market (OHIM). “I have spent the last 15 years there” he explains. He had several different roles within the OHIM: first, he was an examiner, then he was transferred to Quality Management, afterwards he became Head of Communications and finally, part of the Cabinet of the President, until the moment he was elected as the INTA's new CEO.

“IF THERE WAS ANY ASSOCIATION THAT CAUGHT MY ATTENTION FOR ITS STRONG POSITION, THE QUALITY OF ITS POSITION PAPERS AND FOR THE ENERGY IT TRANSMMITED, THAT WAS, OF COURSE, THE INTA” www.marcasur.com

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“WHAT I LIKE THE MOST OF AMERICAN CULTURE IS THEIR PROFESSIONAL APPROACH TO ALL KIND OF ISSUES, BOTH PERSONALLY AND PROFESSIONALLY”

He promptly points out that he prefers not to be addressed as mister. He takes our call in his office, in a warm and friendly manner.

How did you cope with having to move to the United States for work?

I believe new challenges are important for any professional career. About four years ago I started thinking about leaving the OHIM. At that time, the INTA's CEO position was offered. I knew everything about the different Intellectual Property associations, as I was in charge of OHIM's relationship with them and if there was any that caught my attention for its strong position, the quality of its position papers and for the energy it transmitted, that was, of course, the INTA. What was the experience of moving to New York like? Are you living in Manhattan?

Yes, we are living in Manhattan. I moved here with my wife and our child, Iñaki, who is 8 years old. He has very well adapted to the New York lifestyle and my wife is still going through that process, adapting herself little by little. It is a drastic change, of course, but New York city has a lot to offer in many different ways; cultural activities, entertainment, social networking and, in a way, it's one of the world's capitals, so we are delighted to be here.

What is it that you like the most of the American culture?

What I like the most is their professional approach to all kind of issues, both personally and professionally. I've truly been surprised by the fact that, even when New Yorkers are always tense and you can constantly feel the stress, they don't fail to find a moment of openness towards others and have, therefore, a strong social culture. This is reflected on volunteer work, which is amazing here in the United States. Not all cultures are as developed in that area. We, Europeans, are certainly no as open to volunteer work as American people are; I wouldn't know if that's the case for Latin American people.

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IN FOCUS Is the INTA betting on Latin America and Europe by appointing you as CEO? It clearly conveys another step towards the international expansion of the Association. It's a strong and irreversible decision to make. Does that mean that we are going to focus more in some regions than in others? No. We are really trying to go from an international association to a truly global one and, as such, we will pay attention to all regions considered relevant for all brand owners.

Is there something about Europe that you long for?

Yes. I miss the weather in South Europe, Iberian ham and… I'd rather you don't ask this question! (Laugh).

Your incorporation to the American professional world, and especially to the INTA, entailed an adaptation process for you. How did you cope with adapting to another business culture?

What about becoming part of the association?

Incorporation has been quite easy, mainly because this is an international association. All members are devoted to the Association's activity and objectives; the staff is very professional. They have welcomed me with open arms. That being said, we can say, for example, that the American and European management styles are certainly different.

Therefore, a certain degree of adaptation is required, but the transition process has been taking place very slowly. I have had the support of former CEO, Alan Drewsen, from all officers; from President Toe Su Aung, as well as from Vice-president Mei-lan Stark.

Which are the tasks of the INTA's CEO? For example, what is your schedule for today?

Today's schedule begun with a meeting with all Directors for the approval of the INTA's personnel evaluation system; following the interview with Marcasur.

Afterwards, I have a meeting to approve this year's accounts; then I have to review a position paper that we will present. And finally, I have a meeting with several providers for next year's Annual Meeting. In other words, the CEO's role is to lead every area of the Association: policy and advocacy, education and events, increase membership, in communications or in back office, to which I give great relevance. I believe the role of the CEO is to make sure the Association is truly global, that it achieves the goals we have set forth in the new strategy plan 2014-2017. In order to do that, we need to have a strong foundation, human resources management, as well as the management of our volunteers' activities, are the base of this foundation. The financial situation of the Association, which needs to be sustainable and able to develop, and revision of systems and processes used for these purposes are also important.

“COMMUNICATION WITHIN THE IP COMMUNITY HAS ALWAYS BEEN GOOD, BUT ONCE WE HAVE TO TURN TO THE PUBLIC OPINION, WE FIND IT HARDER TO SELL THE CONCEPT OF BRANDING. CONVINCING THE PUBLIC OPINION THAT BRANDS ARE IMPORTANT IS ESSENTIAL”

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“WE ARE REALLY TRYING TO GO FROM AN INTERNATIONAL ASSOCIATION TO A TRULY GLOBAL ONE AND, AS SUCH, WE WILL PAY ATTENTION TO ALL REGIONS CONSIDERED RELEVANT FOR ALL BRAND OWNERS”

Which are the guidelines for the new Strategy Plan 2014-2017?

The Strategy Plan is based on four different strategic directions, which are: protection of trademarks, international expansion, communications and member satisfaction. These four directions are very clear. Protection of trademarks promotes international treaties and whenever this is not possible, we try to harmonize the implementation of laws and policies, or at least to make sure that activities converge. The more activities –from both offices and courts– converge, the easier trademark protection becomes, which is one of the main purposes of this association. Nevertheless, protection of trademarks also involves online protection from piracy, which is also related to communication. Communication within the IP community has always been good, but once we have to turn to the public opinion, we find it harder to sell the concept of branding. Convincing the public opinion that brands are important is essential, since legislators and the

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judicial body are both part of it, and more importantly, we should bear in mind that the public opinion is increasingly getting stronger in Parliaments, where regulations that concern brands are passed.

Finally, as far as international expansion is concerned, this is clearly yet another step towards globalization. Maybe activities in Latin America or Asia will increase. A conference was held in Dubai recently about this issue, and for the first time, we will have the Annual Meeting in Hong Kong this year.

What things matter the most when implementing a globalizing strategy?

Clearly, an expansion strategy needs to have good timing, which requires measuring the value of those markets

the Association aims at; the ability of the association to do so is also of great relevance. In other words, if we want our presence in Latin American or Asian markets to grow, we need to increase our membership in those areas, with corporate and industrial memberships as our main target. This is what we should do first. If we want this project to succeed, it is important that we do not try to do this on our own; we need to work along with active forces, with different associations. Recently, I had the opportunity of attending to the ASIPI congress, where I made especial emphasis on the following: from now on, when the INTA goes to Latin America, we will get in touch with the regional association, ASIPI, but we will also contact different national Intellectual

“AT THIS MOMENT, INTA HAS 6,300 BUSINESS MEMBERS, WHICH ENCOMPASSES SOME 29,000 PEOPLE FROM 190 COUNTRIES”

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associations in every country we go to.

Because different IP associations do not compete with each other: they complement each other. We are all on the same journey and should work more and better, together.

MEMBERSHIP How do you feel about the membership? Has it reached its limits or can it

increase?

For most people, Hong Kong is a distantBossEnBroEK destination. How are you preparing for Nowadays, the INTA has 6,300 associated companies, which represent around it? Any estimated figures?

29,000 people throughout 190 countries. A fact sometimes unknown for people is The estimated figures for Hong Kong are that 60% of the INTA members are not from the United States and if we take a look at very positive. We are expecting a great Latin America, we have 19 associated companies as private companies, 644 number of members and associates. It is, professional law firms and a total of 2,500 people. Can we increase this number? I indeed, a distant destination, but nowahonestly believe so.

Mainly in Latin America, where there are many growing compadays Hong Kong is one of the most nies, where industry is strong; we would certainly like to have such industry as dynamic cities in the world and is located member of the INTA. in a constantly growing region. I believe this is a great business opportunity for all We have a large number of Latin American volunteers; these people have roles in our members of the Association.

Is there any data you are already handling?

In Dallas, for example, we had over 30 national offices attending the INTA's Annual Congress; we expect to surpass this number greatly in Hong Kong. The INTA offers all attendants the opportunity to encounter and get in touch with national offices and government representatives, from large organizations from all around the world. We believe this is something positive.

It might be too soon to tell, but which do you feel will be your major contribution to the INTA? Only time will tell, obviously. But what I am currently trying to work on is hope and hard work. Management is also something to work on; I feel IP associations

committees or subcommittees, which is a very positive thing. During the last period, we only had 278 people, now we already have 361, representing an increase of Lain American voluntary work. It is important that we keep working on this.

lack the kind of management private companies have: human resources management, financial management, system and process management; all of which help building a well-established association.

I am expected to provide a more international point of view, of course, a way of thinking that is more open to other cultures, different approaches, and greater approach to other stakeholders within the IP world. M

“60% OF THE INTA MEMBERS ARE NOT FROM THE UNITED STATES AND IF WE TAKE A LOOK AT LATIN AMERICA, WE HAVE 19 ASSOCIATED COMPANIES AS PRIVATE COMPANIES, 644 PROFESSIONAL LAW FIRMS AND A TOTAL OF 2,500 PEOPLE�

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OCTUBRE / DICIEMBRE 2 0 1 1

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EVENTS // ASIPI'S XVII WORK SESSIONS IN PUNTA CANA

CENTURIES AFTER

COLUMBUS THE 2013 ASIPI'S XVII WORK SESSIONS AND ADMINISTRATIVE COUNCIL, UNDER THE HOT SUN OF THE DOMINICAN REPUBLIC, A LAND DISCOVERED BY COLUMBUS IN 1492.

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White, pure and fine sand. Transparent and turquois water. A wonderful hotel and an effusive country with tropical temperatures were the scene for the XVII Work Session and Administrative Council of the InterAmerican Association of Intellectual Property (ASIPI), which put an end to the academic and social calendar of 2013 in Punta Cana.

Six hundred people attended the Hard Rock & Casino Punta Cana from December 1st to 4th, during the conference cycle, where six hundred professionals from all parts of Latin America, Europe and United States were hosted.

Winners of the sport activities.

Enjoying the day off.

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Once the busy meetings of the Administrative Council, the working committees and the Mentorship Program were over on December 1st, there was an opening ceremony where José del Castillo Saviñón, Ministry of Commerce and Industry of the Dominican Republic, and Juan Vanrell, president of ASIPI were present.

ASIPI CLOUD During the ceremony, Vanrell made an important and innovative announcement: the Association is entering the Information Age by means of ASIPI Cloud, with the purpose of leading partners towards a new digital tool, with which they will be able to access all information regarding the Association from any device (smartphone, tablet or computer).

This tool will be developed in the near future and will include videos of the conferences. It will also allow picking up comments on the event from social networks.

People will also be able to consult the program on, for example, dress code for specific events, as well as adding presentations to their list of interests, access lists of attendants and check their profiles using QR codes, etc. Each partner was given a Kindle, as a way of reinforcing this spectacular launch.

Laura Collada (Dumont Bergman Bider & Co, Mexico), Felipe Claro (Claro & Cia, Chile) and Karina Carmona (David do Nascimento, Brazil)

Targidio Bernal (Bernal & Bernal, Panama), Magdalena Almonte (Abogados & Notarios Ulises Cabrera, Dominican Republic), Pamela Hernández (Miniño Abogados, Dominican Republic) and Guillermo Sosa (Goodrich, Riquelme y Asociados, Mexico)

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White Party

Jaqueline Querciola (Berkemeyer Abogados, Paraguay) and Carlos Cucurella (Fross, Zelnick Lehrman & Zissu, USA)

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From Spain, Adelaida Ponti and Carles Jordi Guardiola (Oficina Ponti)

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Arturo Pérez (Pérez Guerrero, Puerto Rico), Elena Puente (Espino Nieto & Asociados, El Salvador), Beatriz Ayala (Ayala & López Abogados, Venezuela) and Luis Miguel Espino (Espino Nieto & Asociados, El Salvador)

THE ACADEMIC PROGRAM The announcement and gift were the best way to begin some intense academic sessions. “Fluid Trademarks”, “Biologic and Biosimilar Products: their protection and future”; “Entangled Data Protection in the Clouds”; “Green Marketing, Antisocial Behavior and Viral Marketing” were the conferences held on Monday 2nd –the first day. There was only one talk on Thursday 3rd: “Social Media Strategies: tools to attract customers” in charge of Antonio Tavira Montes-Jovellar, from Spain, and Marcelo Montado, from Uruguay. On Wednesday 4th, subjects were: “Intellectual Property in the Fashion Industry”, “How much does Intellectual Property cost?”, “Plain Packaging: Who is affected?” and “Hot Topics in Copyrights”.

The day concluded with “ASIPI-INTA: looking into the future” talk, in which Vanrell and Etienne Sanz de Acedo, the International Trademark Association's representative, took part and focused on common areas to work on in the future with both organizations. There was a total number of ten conferences held by twenty different recognized international experts.

Grupo 10, from Spain, was present at ASIPI Punta Cana, Pablo Carrallo and Banca Balboa

Marco Colmenares (Colmenares, Trivella, Carballo, Alvarez, Venezuela), Francisco Perdomo (Sucre, Briceño & Co, Panama) and Marco Colmenares Jr. (Colmenares, Trivella, Carballo, Alvarez, Venezuela), 21

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THE SOCIAL PROGRAM

Marta Fernández (Estudio Muñiz, Ramírez, Pérez-Taiman & Olaya, Peru), Jacqueline Moreau Aymard and Ana Carolina González (both from Moreau González & Asociados, Venezuela) and Maritza Reategui (Estudio Muñiz, Ramírez, Pérez-Taiman & Olaya, Peru)

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Given that the academic agenda was cuttingedge, as well as diverse, and that Punta Cana is one of the most attractive and famous tourist destinations in all Latin America, the social program had to rise to the occasion.

Punta Cana did not fail to receive attendants with all its flavor during the opining cocktail on Sunday and with all its glamour during the local law firms reception held on Monday in the La Cana Golf Club of Punta Cana Resort & Club.

On Thursday, once the sport and recreational activities were over, the white cocktail party –that was meant to be held at the beach– had to be moved to the Woodstock Plaza because of bad weather conditions; still this had no effect on the attendants' mood. These four intense, comfortable and productive days ended on a high note with the closing dinner.

Even though tiredness had already started to take its tools, the fabulous planetarium-like salon decoration became magical and full of energy once the music started and took everyone to the dance floor up until dawn.

Merengue and strong drinks among friends helped leaving so many hours of networking behind.

Some left happier than others. During the closing dinner, prizes were raffled: e-wallets, prizes consisting of money, as well as on inscriptions and accommodation for the next ASIPI event, to be held from March 15th to 18th in Porto Alegre, with the Brazilian Intellectual Property Agents Association (ABAPI).

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Martín Pittaluga (Pittaluga abogados, Uruguay), Alberto Guerra (Guerra IP, Brazil) Javier Isern and José Luis Rodríguez (both from J. Isern Patentes y Marcas, Spain)

Marta and Ricardo Almaraz (Almaraz & Asociados, Argentina)

Ovidio Parra (Lexincorp, Guatemala), Edna López (Lexincorp, El Salvador) and Eugenio Torres (Ferraiuoli, Puerto Rico) 23

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Monserrat Alfaro (Unimark-Nassar Abogados, Costa Rica), Francisco Pérez (Pérez, Bustamante & Ponce, Ecuador) and Margarita Castellanos (Castellanos & Co, Colombia)

Rodrigo Garrón (Garrón Bozo, Bolivia) and Darlis Gordon (Consortium, Nicaragua)

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Esperanza Rodríguez Plata (Colombia) and Marisol Caldera (Caldera & Solano, Nicaragua)

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Santiago Bustamante (Tobar & Bustamante, Ecuador), Marcela Escobar (Barreda Moller, Peru), Micaela Mujica (Barreda Moller, Peru) and Laura Lezcano (Zacarías & Fernández, Paraguay)

THE SOCIAL ACTION COMMITTEE The XVII Sessions also had positive outcomes for the Social Action Committee. After a lot of hard work, over 3,800 dollars were raised and shall be donated to the Dominican St. Jude Foundation, an institution that helps low-income children who suffer from cancer by paying for different treatments they need to fight the disease.

Sweaters, hats, t-shirts, chocolates and crafts were some of the products that people could buy to collaborate with the Social Action Committee. Some donators did not take anything in return for their money. A solidary and friendly spirit was perfect for ending the year and welcoming 2014 and yet another hard working season. M

Peter Siemsen (Dannemann, Siemsen Advogados, Brazil) and Miguel O’Farrell (Marval, O’Farrell, Mairal, Argentina)

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EVENTS // CÁRDENAS & CÁRDENAS ANNIVERSARY

On last November, Cárdenas & Cárdenas Abogados celebrated its first hundred years. Through all these years, the firm has managed to consolidate and maintain a legal practice that is based on the principles, teaching and judgment of its founder, Dr. Parmenio Cárdenas. Since 1913, its partners have been providing comprehensive consultancy, not only to local companies, but also to foreign law firms and companies that go to Colombia to invest and carry out practices that contribute to the progress of national development, providing support in all legal areas.

The values that all members of this law firm have received, learned and applied on their daily work, and that have allowed Cárdenas & Cárdenas to be well established, assuring a steady and continuous growth, are summarized in the following high quality values: ethics, respect, commitment, simplicity, generosity, talent, professionalism, creativity, efficiency and punctuality. Cárdenas & Cárdenas values communication with people.

Eduardo Cárdenas Caballero (Cárdenas & Cárdenas partner) 27

Cárdenas & Cárdenas

Luz Helena Adarve, Fernando Blanco, Carolina Sosa, Santiago Lizarralde, Daniela Mejía and Juanita Acosta

One Hundred Years

Bernardo P. Cárdenas Martínez (partner of the firm)

James Valdiri Reyes (partner) and Darío Cárdenas Navas (partner) www.marcasur.com

Rolando Salcedo, Luz Helena Adarve, Gustavo Hoyos

Juan Camilo Hernández, Juan Camilo Jiménez, James Valdiri and Geoffroy Martin-Denauit

All clients and cases are equally important and receive our utmost attention. The firm is known for building strong and lasting relationships with clients.

A trained work team, with leadership qualities, helps the firm producing better solutions and strategies for every client.

Luz Helena Adarve, Héctor Álvarez (partner, Rodrigo Elías & Medrano, Peru) www.marcasur.com

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EVENTS // SEMINAR IN PARAGUAY

THE APAPI

UP TO DATE

Gustavo Schötz, Victor Abente Brun, Inés Berkemeyer, Oscar Paciello, Patricia Stanley, Hugo T. Berkemeyer, Marta Berkemeyer and Hugo R. Mersan.

The 5th International Seminar on IP, organized by the Paraguayan Association of Intellectual Property Agents (APAPI), was held at the Excelsior Hotel, on November 4th, where very well-known local and international lecturers took part.

IP professionals and agents, business men, magistrates, administrative staff and students also participated and got updated information on: transmission rights for sporting events; software licenses and cloudcomputing; Intellectual Property at Universities and unfair competition law provisions for IP. Federico Vibes, Miguel Almada, Santiago Gini, Gustavo Schötz and Santiago Bofferón, are some of the specialists that shared their knowledge on current Intellectual Property issues. Dr. Hugo Mersan, president of the Association, made a special recognition to the APAPI's founding partner, Dr. Hugo Berkemeyer, for all great contributions made during his career. www.marcasur.com

National authorities, such as the Supreme Court's Minister, Dr. Gladys Bareiro de Módica, and Oscar Paciello, president of the Paraguayan Lawyers Association, enhanced the event which every year promotes constant training and improvement on the application and management of IP rights in Paraguay.

The APAPI also launched the third issue of its magazine, including 2012 lectures, new Intellectual Property regulations in Paraguay and a brief legal analysis. M

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COLUMN

RANKINGS AND DIRECTORIES IN THE LEGAL WORLD

TO BE OR NOT TO BE? Marcasur Awards, the former launched several years ago and the latter –focused on Latin America– in 2013.

3. Efficient Communication Management. Once a firm is ranked, especially if listed as market leader, it is necessary to communicate this efficiently in order to strengthen this position. How? Through the press, social networks, websites, newsletters, firm presentations, brochures, advertising and digital signatures. To have an efficient communication management is the key.

By María Victoria Pereira

During the last five years, the importance of International Attorney Directories has clearly grown in Latin America.

Directories are regarded as an excellent opportunity to stand out and a great marketing tool by some people, and as a necessary evil or just ego nourishment by others. The number of people that remain indifferent to them is constantly decreasing.

Following, a number of recommendations and features to bear in mind: 1. Leaders Only. Clearly, not every law firm can appear on directories; just a few are ranked. Only law firms that belong to market leader groups –and that work on important cases for large companies– shall qualify for directories.

2. Choosing Directories. Selecting high profile directories, focusing on them and being consistent when sending reports and profiles is essential. Do not hesitate to set aside the rest of them.

We specifically recommend –based on both experience and prestige– Chambers & Partners and Legal 500, both of which provide several rankings on different practices throughout Latin America and have excellent global presence. Intellectual Property rankings are: Managing IP and

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4. Reputation Indicators. Directories can reinforce what law firms say about themselves. Given that directories are the only external references in the legal market, not being included may become a negative thing sometimes. Directories are nothing more (nor less!) than reputation indicators of the firms.

5. Methodology. Research methodologies vary, but all directories have some things in common: information is collected through submissions or reports sent by firms, in which they detail their work highlights.

Attorneys in charge and clients –to whom the firm made reference to– are interviewed. Advertising –which consists of a highlighted profile of the firm and attorneys– is optional. Deadlines for submissions also vary; Chambers & Partners has a different deadline for each country and Legal 500 has one single deadline for all Latin America, on February.

6. Submissions. Submissions are documents in which every firm reports which were their most significant practices and clients during the year. Selected work to submit must meet some of the following conditions: the case was complex, the solution was innovative, the client is a market leader, the economic value of the case was very high or it had great impact on the public. When selecting cases to submit, the firm must bear in mind those that represent the kind of cases in which the firm wants to stand out.

7. Interviewing Responsible Partners.

Information included on submissions is reviewed during these interviews, and opinion of partners on the market is requested. It is crucial that the researcher understands why the firm is part of the leader group. Their opinion on the competition, as well as on the ranking published the previous year is also requested.

8. Clients' Opinion. Each firm provides client contact details. When interviewed, clients are consulted on services they have been provided by the firm, the work team, especially attorneys that provided counsel.

Usually, junior members of the company being interviewed can provide more detailed and useful information than senior members. Making sure clients are willing to recommend the firm is vital. This is why previous authorization is necessary, as well as to let them know they will be receiving an email from the researcher.

Testimony of a third party that relies on your work and claims you are the best at what you do, is the most convincing kind of statement.

Making it to the hall of fame of prestigious directories is an advantage for law firms.

Personally, I do not believe it is crucial when hiring any legal service, but it is indeed an important issue regarding reputation of firms, even more so when there is good communication management. It is worth the effort. M

María Victoria Pereira is a legal marketing and business development consultant, specialized in Latin American legal firms. Her email: victoria@pereiramarketing.com For further information go to: www.pereiramarketing.com

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INTERVIEW // ANDRÉS JARAMILLO-MEJÍA

LAW FIRMS AND LAWYERS YEARN TO BE INCLUDED IN THEIR RANKINGS AND RECOMMENDATIONS. WITH OVER TWO DECADES OF WORK AND GREAT EXPERIENCE, THIS PUBLISHER IS ONE OF THE LEGAL SERVICES MARKET RESEARCH LEADERS. MARCASUR GOT IN TOUCH WITH ANDRÉS JARAMILLO-MEJÍA, EDITOR AT CHAMBERS & PARTNERS LATIN AMERICA, IN LONDON'S HEADOFFICE.

Andrés studied Law at the Pontifical Xavierian University of Colombia, and in Stockholm Universitet, where he completed Intellectual Property postgraduate studies. He now works in London at Chambers & Partners, since 2010.

In Colombia, he worked in the Gómez Pinzón Zuleta law firm, as associate 31

attorney. He also worked at Colombia's Copyright Office and was director at the Iberoamerican Copyright Observatory (ODAI).

He started off at Chambers & Partners as legal market analyst up until August, 2010, when he became editor of the Latin American Guide.

For over two decades, Chambers has published annual guides on the legal

services market, based on global research, where clients are the main source of information. This English publisher has six different publications, each one specialized on one region. The sixth issue of Chambers Latin America shall be published this year, including 23 jurisdictions throughout the continent, in addition to regional and international sections of Latin America-wide, Brazil and Central America-wide, which try to explain interaction between American and European law firms, and different firms and clients from the region. Being in London allows them to have greater perspective and impartiality, he explains.

As designers say –he adds– you must learn to think outside the box; if you are inside the box, you may lose part of the picture. www.marcasur.com

THE BEST ACCORDING TO

CHAMBERS organizing all the work. In addition to this, a team of 12 researchers is in charge of all 23 jurisdictions. They make the interviews –of both clients and lawyers– in each practice area, to finally make recommendations.

“RANKINGS AND BANDS SHALL ALWAYS BE CONTROVERSIAL, BECAUSE THERE IS NO UNIVERSALLY ACCEPTED FORMULA TO DEFINE WHO SHOULD OR SHOULD NOT BE IN BAND 1. THE SAME THING HAPPENS WITH OTHER RANKINGS ON OTHER AREAS.”

What was the beginning of Chambers & Partners like?

The first book that was published was about the United Kingdom, where –up until now–sophistication level of firms and lawyers in that market has not changed. Nevertheless, globalization and international expansion of companies has become a growing phenomenon, and therefore, to publish a global guide which includes not only England, Scotland and North Ireland, but also the growing legal services markets in the United States, Europe, Asia, and of course, Latin America was necessary.

The team is made up of lawyers and journalists. We are a total number of 15 people, all very good at languages. Many of them are about to get their law degree and almost every one of them lived in Latin America for a while. I believe lawyers and journalists are a good combination; this enables us to have good interview planning as well as to make the right questions. We are the largest market research team for legal services in Latin America. Our researchers speak perfect Spanish, and many of them speak Portuguese, which is important to be able to cover such as big market.

How many people work at Chambers and what are the professional profiles you hire like?

How are rankings prepared?

The research lasts nine months. Three assistant editors and I are in charge of

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Broadly speaking, who takes part in the research and which is the researchers' goal when producing, analyzing and classifying information from legal firms to eventually prepare the annual ranking?

There are different ways of doing research.

Because of our experience, we already know every law firm and can tell which are market leaders. The process begins every year on September and ends on May. We publish an online calendar, where firms can send us information about each practice area.

Each practice area has a different deadline for sending us information about their work highlights and the name of clients we can get in touch with to ask for opinions on legal services provided by the firm. By the time we finish, we have a great number of clients to contact: we can reach approximately a thousand interviews per month, and given that these are all large firms which have several offices, we also ask for references: who is who and why they hire them, etc.

Which variables do you take into account?

We care about technical legal skills, professional performance, customer service, commercial intelligence, diligence, commitment, to name a few. We also have another customer data base, mainly consisting of multinational enterprises with subsidiary companies in different countries, from which we also get information. All client interviews are confidential. Sometimes, we quote positive comments from clients, but never reveal who said it.

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Once the research is over, how do directories work?

Guides are published online; everyone can access them for free. We also have printed issues, which we send to all clients that provide us with information on the regional legal market.

What benefits could a firm or lawyer get from being ranked in Chambers?

We are increasingly receiving better comments from clients, who feel satisfied after using the guide to hire legal services.

“LEGAL FIRMS MUST BE AS SOPHISTICATED AS THE LARGE MULTINATIONAL ENTERPRISES CURRENTLY ESTABLISHING IN THEIR COUNTRIES” Argentina, Brazil, Chile and Mexico are clear examples of this. Uruguay is also the case, in spite of being such a small country. Uruguay is also changing –as well as Peru and Colombia– due to the good economic situation the region is going through. Legal firms must be as sophisticated as the large multinational enterprises currently establishing in their countries.

Which differences can you tell from the European market?

The Latin American market is much more dynamic than Europe's, there are much more activities and transactions.

Despite the fact that complex political issues have been noticed there, the Latin American market is reaching European sophistication standards.

What happens when law firms and lawyers consulted express their dissatisfaction if not included in band 1 or if not ranked first?

Rankings and bands shall always be controversial, because there is no universally accepted formula to define who should or should not be in band 1.

The same thing happens with other rankings on other areas.

However, firms and lawyers should bear in mind that it is impossible for all of them to be in band 1. There are several things to take into account, feedbacks from clients, for example. For some areas, international activities are essential; comments received from other lawyers in London or New York, the complexity of transactions and the importance these have within the country, the complexity of cases they work on, as well as their client portfolio, are also of great importance.

Which kind of difficulties have you encountered when researching about the Latin American legal market?

Language and culture are the main barriers. Latin American countries have an idiosyncrasy and way of proceeding that strongly differs from the AngloSaxon way of thinking. We have a group of researchers with excellent language training and with especial knowledge and interest on what goes on in that part of the world, this helps us overcome the challenge.

What special features does Latin American legal market have?

It is growing significantly; this was a very traditional market just a few years ago, with family law firms associated to the lawyers' name, with no dynamism or growth –which American and European markets already had–, but this has changed drastically.

Speaking as the Editor, which do you believe have been the most drastic changes in the region?

I would say that the most important changes happened in terms of sophistication of services. These markets were exposed to a great deal of foreign investment flows and had to quickly adapt their way of working and start

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providing high quality services, such as those provided by English or American firms. Most countries have had a positive transition process.

Which are the following challenges?

I would point out two very important issues. The first one: every year we try to get in touch with more clients and less lawyers. This allows us to have a clearer, impartial and independent idea.

The second: there's a void in some practice areas of some jurisdictions, meaning that there are some lawyers and firms we do not yet acknowledge in our research. This is a long process. We rather be conservative when it comes to research expansion. M

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ppta 1d anun CTA ABOG ingles tr.indd 1

11/4/12 17:47:20

EVENTS // THE INTA'S LEADERSHIP MEETING

THE INTA

AND THE RAIN

IN MIAMI FROM NOVEMBER 12TH TO 16TH IN 2013, THE INTA HELD ITS LEADERSHIP MEETING IN SOUTH BEACH, MIAMI, AT THE LOEWS HOTEL BY THE FAMOUS COLLINS AVENUE. Over 1,200 people participated in work committees of this event, where the main goal was to hold a second meeting for the INTA's committees, which are more than 25. This year, committees were coming to the end of a two-year working period, given that from 2014 on, these committees shall be renewed. The event was an opportunity to finish pending projects, bid farewell and thank coordinators and members and to start planning the new committees' work.

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As far as academic activities are concerned, an interactive and entertaining program called “Teams that win: Maximizing Team Effectiveness” in charge of Robert D. Scott, from the University of Michigan, started on Wednesday.

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Laura Leszcano (Zacarías & Fernández, Para guay) and Rafaela Walter Carneiro (Dannemann, Siemsen Advogados, Brazil) and Jesús Sanchelima (Sanchelima Associates, USA)

Sandra Iriarte (Palomo & Porras , Guatemala), Ana Vargas (Iberbrand, Mexico), Flor Bermúdez (Arochi, Marroquin & Lindner, Mexico), Adriana Lastiri (Arochi, Marroquin & Lindner, Mexico), Joana de Mattos Siqueira (Montaury Pimenta, Machado & Vieira de Mello, Brazil) and Carolina Montero (Abril Abogados, Spain)

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Francisco Castillo (Castillo Love Abogados, Guatemala), Laura Collada (Dumont Bergman Bider & Co., S.C., Mexico) and Juan Carlos Durand (Durand Abogados, Peru)

Ricardo Mej铆a (Bufete Mej铆a, Honduras) and Luis Edgard Montaury Pimenta ( Montaury Pimenta, Machado & Vieira de Mello, Brazil)

Enrique Moller (Moller, Guatemala) and Alberto Jr. Bert贸n Moreno (Bert贸n Moreno & Asociados, Argentina)

Carolina Montero (Abril Abogados, Spain), Abdel Zaki and Patricia Morata (FPL Law firm, USA) 37

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Graciela Pérez de Inzaurraga (Hausheer Belgrando & Fernández, Argentina), Dana Bentata (Bentata abogados, Venezuela) and Adriana Barrera (Barlaw, Peru)

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During the next days, several issues were discussed, but we would like to highlight three lectures: a) “Nations and Locations as Brands: How and Why Places Become Brands”, focused on the branding strategies of cities, countries and regions that are taking on brand values to promote their values, places and products; b) “Forward March! Trademarks and the Military”, which had people from the US Military's IP legal team, who informed about authorizations for the use of their Brands, especially on movies and commercials; c) “Faster than the Speed of Light: Keeping Up with Internet Developments” which provided information on brands in the internet, but emphasizing on social networks and their limits.

Social events organized by the INTA (Welcome Reception, Networking Reception and Grand Finale) were all held indoors at the Loews Hotel saloons, given that Miami bad weather conditions (believe it or not) did not allowed to have outdoors activities.

So this is how committees, sessions, cocktails, shopping and failed attempts to go to the beach put an end to the INTA's 2013 event calendar. M

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ATTORNEYS IN THEIR FREE TIME

As the old saying goes: “if you can run, you can fly”. This indeed is a true statement for Alberto Villegas, Argentinian. He began flying more than thirty years ago. He was 21 when he decided to jump. “I was so fascinated by the experience I had when I went parachuting that I could never stop doing this” he says.

He has been interested in flying ever since he was a child, for as long as he can remember. He recalls that at the age of six, he designed small parachutes consisting of bags, threads and little plastic soldiers, which he would then throw from a mill in the countryside.

Years went by and, right after he started parachuting, he jumped from planes, helicopters and hot air balloons; he has now jumped 515 times.

He started paragliding at the age of 42.

He took classes once a week. The first step was ground handling; lifting the glider off the ground and controlling it while you are still on the ground. “I had to get to know her –he says–; it is the only thing taking care of me up there”.

The next step was winch towing flights (just like ancient Chinese acrobats used to climb with kites tied to their waists).

Later on, he took a tandem flight with an instructor, and then took 14 flights on his own. “When the instructor realizes the student is ready to go to the mountain –he adds–, he takes him to La Rioja or Sapiranga, in Southern Brazil, to finally leave the nest and become an autonomous pilot, being able to take off, fly and land on his own.”

“At the beginning, of the course, you are tense and get dizzy and insecure; you are looking at the glider all the time to see how it behaves. But then you forget that the glider is up there: you just see it during the take-off and once you have already landed” he explains.

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ATTORNEYS WITH ATTITUDE THE KEY FOR SUCCESS “SIMPLY” CONSISTS OF DOING WHAT WE LOVE

He had his first take-off from a mountain in 2002, in La Rioja. Alberto usually flies with friends from La Sierra club and once a year they take a trip to the Northern Hemisphere, with pilots from Brazil, Chile, Uruguay, Venezuela, The United States and Holland. What he enjoys the most of this experience is “the freedom and plenitude feelings he gets, to be able to travel with friends and to feel the need of being fit, so he can enjoy the experience as much as possible”.

Because of this activity, he has visited incredible places such as Turkey, South Africa, Macedonia, Slovenia, Greece, Albania, Bosnia, France, Switzerland, Croatia, Italy, Monaco, Chile, Peru and Brazil.

When it comes to the professional benefits of flying, he claims –with a smile on his face– that he has “saved thousands of pesos in psychotherapy” and that he has not suffered from “midlife crisis”. “Flying is the best remedy for stress: after spending three days on the mountain you come home with great energy to do your job”.

When asked about his most difficult flight, the most complicated and the best one, he answered: “most difficult flights are those over cities. The most complicated flight I ever took was in Iquique Open; we took off from a mountain in the midst of the Atacama Desert and once we had an altitude of 1,500mts (4,920ft), we www.marcasur.com

faced a very turbulent area, and gliders folded up to a 70% for over half an hour. My best flight was in Switzerland. A helicopter took me and my friends up to the top of a giant glacier in the Petit Combin (with an altitude of 3,900mts –12795ft) and we took off from there, which was very difficult because of the lack of oxygen. The landscape was magnificent. We had the Swiss Alps beneath us. We landed on a beautiful green valley, among cows and straw bales, after a flight that lasted over 90 minutes. Unforgettable.

His most ambitious goals are: flying over the Perito Moreno Glacier, try to cross the Andes, top landing in Mont Blanc and flying over the Egyptian Pyramids.

Finally, he claims that whenever someone that never took a flight asks him about the experience, he answers: “trying to explain this to you would be like trying to explain colors to blind people: you have to try it out, at least once in your lifetime, we can all do it. If you can run, you can fly”. Will you dare to?

“You always make friends through music, you have fun and at the same time entertain others, but most importantly, you can easily express your thoughts and feelings” he says. When asked whether people is born with a nice voice or if it possible to learn it, he points out that either way works for professional singers. “None of those cases describes my situation; I sing from my heart” he states.

Nowadays, he has a band with some friends where he sings about anything, but feels more comfortable with trova, ballads and rock music in Spanish.

Some of his favorite musicians are Silvio Rodríguez, Ismael Serrano, Alejandro Filio, Joaquín Sabina, Andrés Cepeda, fito Páez, Caetano Veloso, Andrés Calamaro and Fernando Delgadillo. “All of them have inspired me to write songs. Although they are just a few and of poor music quality –he modestly adds–, they do exist and, in fact, one of them was written in the ASIPI meeting, in La Habana”.

He explains that some songs are difficult from a musical point of view and that he has trouble singing some of them because of how complicated they are. Still, he explains that “it will always depend on your mood and on the emotions you are able to inspire”.

When we ask him for an anecdote, he does not know which one to tell, but chooses the following: “I used to go out at night with my friends to sing serenades.

The ladies' mothers were always delighted, while those who did not understand our love demonstrations and got mad were the ladies' boyfriends” he says, laughing. M

Alfredo Corral, from Ecuador, has always loved to sing and, in fact, he has been doing so his whole life. However, he laughs and confesses that being not so good a musician, he dedicated himself to law school. Still, music has provided him new clients. “Music connects you with a lot of people and social networks are important for lawyers” he adds. So much so, that he has no intention to stop singing.

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ENERO / MARZO 2 0 1 4

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MARCASUR TRAVELLING // BRAZILIAN SAINT-TROPEZ

200 KILOMETERS AWAY FROM RIO DE JANEIRO, A BEAUTIFUL PENINSULA –WHICH USED TO BE A FISHING VILLAGE–, SURROUNDED

BY BEACHES, BAYS AND HILLS, HAS BECOME ONE OF THE MOST POPULAR DESTINIES FOR THE SUMMER.

BUZIOS During the last century, Buzios was a fishing village where some families from Rio de Janeiro used to spend their holidays. Only natives and local people knew the magic of this sea, sun and vegetation peninsula.

1964 was the year everything changed.

Legendary French actress Brigitte Bardot, who was then the girlfriend of a Moroccan man that lived in Brazil, took some days off in Buzios, immediately turning this place in one of the world's most popular destinies for spending the summer. This was when Buzios became the so called Brazilian Saint-Tropez.

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With a population of 27,000 people, this place hosts tourists from all over the place ever since. This has led to the transformation of services and facilities.

Nevertheless, inns, restaurants, stores and cruises have not spoiled the natural, coastal and forest atmosphere of the original village.

In the midst of the 21st century, and on top of all tourist guides, Buzios has managed to stay true to itself building houses and cabins with tiled roofs and no more than two storeys high, which help the landscape prevail as the main feature.

Buzio's town center has a bohemian, relaxed and international style, with narrow pedestrian areas and small shops with traditional Brazilian handcrafted products (Rúa das Pedras is the most popular). Cars, motorbikes, people shouting in Portuguese, tanned pedestrians wearing flip flops and juggling through the traffic and no tourists around, are some of the features that remind us of the typical Brazilian city on a small scale.

There are dozens of beaches with cold or warm sea water, so swimmers can take their pick. Buzios gets sea currents from Ecuador and the South Pole. Either www.marcasur.com

way, dark blue water springs between the rocky and full of vegetation hills that rise in the horizon. To rent a buggy is the best way of getting to know all beaches. A buggy is a small vehicle, perfect for the sandy, rocky and bumpy surface of the coast: light chassis, with detachable trap roof and big tires.

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BEACHES > We will name a few, but there are many others with their own style. We recommend going to Geribá in the morning; wide bay, white sand, perfect for a walk on the beach. At midday –and up to sunset– you can go to Ferradura or Brava beach.

Ferradura is a small bay surrounded by green landscape, quiet water and nearly unspoiled sand. You can go rowing, water skiing or jet skiing. There are several restaurants with plastic chairs and tables, rustic but perfect for tasting shrimps, lobsters or fresh fish that could go with the traditional Cachaça drink, lime and sugar; what you would call a

typical Brazilian meal on the beach.

Brava beach is well-known for its beautiful landscapes. Just as its name explains, this is dangerous sea water, but it is worth to take a swim, or to at least have lunch at the Rocka restaurant, located on the side of a hill that ends in the water.

Olho-de-Boi, near Brava beach, is a small and very popular nudist beach. If you are not fond of leaving the swimsuit behind, you can go up to its entrance anyway, which you will reach after a 45 minute walk through hills and rocks, which may sound exhausting but is actually delightful, as well as adventurous!

The wind always blows in Buzios, except in Azeda and Azedinha beaches which are surrounded by extravagant, abundant and pure vegetation, due to the fact that building is forbidden in the area –so forbidden that drinks are sold on boats. You can access both beaches going down a long stairway or through the town center on a “taxi boat”. Space is limited and so you may have trouble finding a spot for your chair. Beaches near the city, such as João Fernandes, are as beautiful as crowded and so it is better to avoid them when in search of tranquility.

INNS > There are many of them, on the beach or in the town center, among which you can find simple or very sophisticated inns. Either way, they have something in common: relaxed and calm environment.

We recommend Casas Brancas in Alto do Humaitá, with fabulous harbor views; Le Relais La Boire, ni Geribá; El Cazar Boutique Hotel; Aabrcadabra; e Insólito, located on the edge of Ferradura beach.

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SIGHTSEEING > A boat ride that goes through different bays and beaches leaves from the fishing harbor, located in the tourist center. Private boat rides are more comfortable and would provide a more personalized, detailed and exclusive service: you can go diving and appreciate underwater caves and fishes.

Try not to choose windy days for this activity.

RESTAURANTS > Almost every inn has excellent restaurants. There is a whole range of them, varying on food types and prices, but they are all relaxing and there is no need of wearing formal clothes. Our favorites are the one at Casas Brancas and Bar do Ze, by the sea. Restaurants are crowded on weekends, but there is no need to make reservations –except on January and February.

WEATHER > Buzios is very wellknown for its good weather. Winds and the special topography makes this a nontypical Brazilian beach since it does not rain that often: it has twice as much sun than Rio and three times more than Angra dos Reis. Average temperature throughout the year goes from 22 °C from June to September and 26 °C during the rest of the year.

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HOW TO GET THERE > You can take a cab from the Rio de Janeiro International Airport. Most inns include this service. It takes less than two hours and it costs 100 dollars approximately. You can also take the bus.

Buzios also has an airfield for small planes and helicopters. M

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A BRAND'S STORY // WHISKY BRAND CREATED IN 1866 BY JASPER NEWTON DANIEL

MR.

JACK IT HAS BEEN AWARDED PRIZES FOR BEING THE BEST WHISKY IN THE WORLD. IT IS RECOGNIZED FOR ITS EXCLUSIVE FLAVOR AND FOR BEING ROCK AND ROLL LOVERS' CHOICE. IT HAS DEVELOPED A SPECIAL AURA THAT HAS TRANSFORMED THIS INTO A LEGENDARY DRINK, ICON OF THE TENNESSEE STATE IN THE USA.

Jasper Newton Daniel, aka Jack, was born into a big family –he had thirteen brothers– that came from Wales. He was raised by a family friend before being hired –at the age of seven– to work for Dan Call's family. Call, a Lutheran minister, was the owner of a whisky distillery located in Louse River.

During those years, Jack learned everything he could from Call about whisky production. On 1863, wanting to dedicate his life to saving souls, rather than making them drunk, Call sold the distillery to Jack. He was only thirteen years old when he bought his friend's distillery.

His reputation grow as fast as he did and in order to meet the market demand, he found a non-ferruginous water spring in Cave Spring Hollow, near Lynchburg.

When the war was over, family distilleries were over too. From then on, each producer had to identify his production.

In 1866, Jack registered his Lynchburg distillery, the first to be officially registered, which makes it the oldest distillery in the United States. Sold

in an earthenware jar with a cork, this whisky was already known for its longneck, square bottle. Jack Daniel's Black Label Old n.°7 Brand Tennessee Whiskey has four golden medals, the first of which was awarded to the distillery during the San Luis International Exposition, in 1904, recognizing it as the best whisky in the world.

When Jack died, in 1911, his nephew, Lem Motlow, took charge of the company, which remained within the family up until 1956, when Brown Forman bought it.

Jack's remains are in the Lynchburg cemetery. Legend has it that his grave had two chairs for the comfort of many ladies that mourned his death. This it is not just whisky, it is Jack Daniel's whisky.

During the production process, whisky is filtered drop by drop through 10 feet of charcoal before its aging process begins, which gives the drink the soeasily-recognized smoked taste. It is made of corn from Illinois, rye from Minnesota and barley from Wisconsin.

In addition to this, the process also

involves a strict quality control: the duck quality control.

According to legend, when ducks no longer eat corn spread around the distillery, that corn is no longer considered of use for whisky production. M

Sources: Petites histories de marques, by Jean Watin Augouard and www.jackdaniels.com.

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THIS EDITION IS SUPPORTED BY: